Public relations on the Web: A look at measurement and evaluation of this new medium.
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TextDescription: 113 pISBN: 0493953094Subject(s): Mass Communications | Journalism | Information Science | Business Administration, Marketing | 0708 | 0391 | 0723 | 0338Dissertation note: Thesis (M.A.)--Georgia State University - College of Arts and Sciences, 2002. Summary: The recent growth of the Internet and World Wide Web has become a focus for both public relations scholars and practitioners. With so much potential literally at the fingertips of those who wish to disseminate messages and build relationships, it becomes paramount that companies regularly assess the effectiveness of their Web presence.Summary: Based on in-depth interviews with Web Site Decision Makers (VVDM's), this study examines the current methods of measurement and evaluation used by large corporations with regard to their Web site. The study pinpoints difficulties public relations practitioners may be encountering when applying this phase of the strategic planning process to their company's Web site. Such information provides insight as to how well the industry has integrated this new technology with existing technologies while attempting to extend the relatively small amount of academic literature currently available in the area.
| Item type | Current location | Collection | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
| 電子資源 | 世新大學圖書館 電子資源 | 電子資源(限館內閱覽) | ER (Browse shelf) | Not for loan | EB000414 |
Source: Masters Abstracts International, Volume: 41-04, page: 0881.
Chair: David Cheshier.
Thesis (M.A.)--Georgia State University - College of Arts and Sciences, 2002.
The recent growth of the Internet and World Wide Web has become a focus for both public relations scholars and practitioners. With so much potential literally at the fingertips of those who wish to disseminate messages and build relationships, it becomes paramount that companies regularly assess the effectiveness of their Web presence.
Based on in-depth interviews with Web Site Decision Makers (VVDM's), this study examines the current methods of measurement and evaluation used by large corporations with regard to their Web site. The study pinpoints difficulties public relations practitioners may be encountering when applying this phase of the strategic planning process to their company's Web site. Such information provides insight as to how well the industry has integrated this new technology with existing technologies while attempting to extend the relatively small amount of academic literature currently available in the area.
School code: 0147.
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